Discount website Wowcher has issued an apology after sending a marketing email that appeared to reference a crocodile attack on a three-year-old boy at a zoo. The email, sent to customers on Saturday, featured a list of deals under the subject line: "Snap up these deals quicker than a croc can catch a kid!"
The boy was attacked by at least one crocodile after entering the enclosure at Johnsons of Old Hurst near Huntingdon, Cambridgeshire, during a family trip on Thursday. He was rescued by zoo staff and remains in critical but stable condition at Addenbrooke's Hospital.
Screenshots of the email circulated on social media, sparking widespread outrage. Wowcher later released a statement expressing deep regret, calling the wording "unacceptable." The company said: "It should never have been written, it was never approved for use. The responsibility sits with us and we are urgently reviewing how our processes failed."
"We recognise the hurt and distress it has caused, particularly for the young child's family at this unimaginably difficult time," the statement added.
A 30-year-old man was arrested on suspicion of attempted murder following the incident but was later bailed after being deemed unfit for interview. Police were called to the zoo at 13:24 BST on Thursday.
Customers reacted strongly to the email, with one saying they had "now unsubscribed" and another calling it "disgusting." The post on Facebook criticized the company for using such a headline.
Wowcher confirmed it is reviewing all scheduled marketing content and strengthening its creative approval processes. "There is no excuse for this. We apologise unreservedly and will take necessary steps to ensure this never happens again," the spokesperson said.